Magazine article Marketing

Brand Barometer

Magazine article Marketing

Brand Barometer

Article excerpt

This week's Consumer Voice Index makes difficult reading for Adidas. Claims that Cambodian workers are making the brand's gear in harsh conditions refuse to abate. Campaigners often time these drives to inflict maximum damage on brands that are in the spotlight - and it appears to be working.

What is more, there is further bad news for Adidas. The Consumer Voice research (w/c 30 July) also shows that Nike is by far the most-discussed sportswear brand, with the majority of chat relating to the Olympics.

Gemma Charles, Public affairs editor, Marketing

VIRAL HIT OR MISS?

Social video expert Unruly evaluates the latest AMC viral campaign

AMC - The Walking Dead

COULD ZOMBIES LIVE AMONG US?

AMC, the US cable TV channel behind The Walking Dead, has raised the spectre by creating and filming a hilarious stunt to promote the upcoming third season of its hit show.

Everyday New Yorkers were transformed into zombies and let loose in the Big Apple. Cue faces twisted in shock, bloodcurdling screams, city-dwellers fleeing in terror and, of course, bemused onlookers with their phones and cameras out.

The ad has crashed into Unruly's UK viral video chart - and with good reason.

Experiential ads, such as TNT's 'Dramatic square' ad and T-Mobile's 'Life's for sharing' campaign, are always warmly received online because they put viewers at the heart of the action.

Zombies are also everyone's favourite movie monsters, capable of making you feel sick and laugh out loud in equal measure.

Verdict: 7 out of 10

ONES TO WATCH

In association with UNRULY

Louis Vuitton - Interpreting Muhammad Ali's 'Word' with Yasiin Bey and Niels Shoe Meulman

Louis Vuitton pays tribute to former boxer Muhammad Ali with this video featuring spoken-word artist Yasiin Bey and calligrapher Niels Shoe Meulman revisiting the words of the ex-world champion.

- Samsung - London 2012 Games

Samsung attempts to ride the feelgood factor surrounding the Olympics opening ceremony with this film giving insight into its devices' role in Danny Boyle's extravaganza.

- Channel 4 Paralympics - Superhumans

Channel 4 promotes its forthcoming coverage of the Paralympic Games in this ad. It also highlights an annotated version which helps viewers 'know who the Superhumans are'. …

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